Professional Documents
Culture Documents
A CASE STUDY ON BEHALF OF INDEPENDENT COMMUNITY BANKS OF AMERICA & ADFERO @SueZoldak @adfero
2.4.14
300,000 EMPLOYEES
THE CHALLENGE
HAVE
Beltway print advertising during fly-ins Traditional grassroots emails
WANT
Public opinion research Launch @EndTBTF New ways to support GR message
PLAN
GOAL
+ + + Collect polling data Launch Twitter handle Send emails to Congress Provide audience profile Generate unique emails to Congress Map grassroots activity in real-time
THE PROCESS
DATA
1 2 3
POLL ONLINE VIA CIVIC SCIENCE ANALYZE CROSS TABS CREATE AUDIENCE PROFILE
TARGET
1 2 3
TIMELINE
8 WEEKS
THE RESULTS
BANNER ADVERTISING
6.86 MILLION IMPRESSIONS 2 TO 3 TIMES EFFECTIVENESS RATE 10,000 UNIQUE VISITORS
TWITTER ADVERTISING
AUDIENCE PROFILE 4,200 FOLLOWERS @ENDTBTF ENGAGEMENT
BEFORE
AFTER
GRASSROOTS
142 UNIQUE LETTERS 0 PROMPTS
THE RISK OF FAILURE IS THE PRIMARY DETERRENT TO TAKING ON TOO MUCH RISK AND ITS AN ESSENTIAL INGREDIENT IN CAPITALISM.
OUR GRANDPARENTS EXPECTED BANKS TO MAKE REASONABLE INVESTMENTS THAT BETTERED THE LOCAL COMMUNITY AND SOCIETY IN GENERAL.
BEST PRACTICES
MEMBER RELATIONS
SOCIAL MEDIA
GOVERNMENT RELATIONS
AUDIENCE PROFILE
ANALYSIS
SOCIAL MEDIA
AD TARGETING
CONTACT
Sue Zoldak szoldak@adfero.com